Fanatics CEO Michael Rubin recently appeared on the Bill Simmons podcast to discuss the future of Topps and Fanatics, shedding light on their venture into collectibles and their dedication to innovation in the industry. With the acquisition of Topps and the creation of Fanatics Collectibles, Rubin expressed enthusiasm for the journey ahead, acknowledging the need for improvement and refinement.
One notable initiative led by Rubin is the Topps MVP Buyback program. This innovative scheme aims to boost business for hobby shops by offering collectors store credit in exchange for Topps Chrome cards featuring the current Most Valuable Players. By leveraging his personal relationships with key figures in the sports world, Rubin has been able to implement rapid and effective changes within Fanatics and Topps.
Another exciting program discussed by Rubin is the MLB Debut patch program. This idea, conceptualized by Mike Mahan of Fanatics Collectibles, became a reality through discussions with MLBPA President Tony Clark and MLB Commissioner Rob Manfred. The program features game-used patches from rookies’ first MLB uniforms, adding an extra layer of excitement and authenticity to collectibles.
While entering the trading card industry, Rubin admitted to a learning curve, particularly with redemption cards. He took the feedback from collectors and hobbyists seriously and actively worked towards reducing the presence of redemption cards in packs. Through more efficient acquisition of player signatures, Topps has successfully reduced redemption cards by 75-80%, addressing a major concern within the community.
To ensure fairness in card distribution and eliminate suspicions of preferential treatment, especially towards breakers receiving “loaded” boxes, Rubin has introduced an independent auditor to monitor the packaging and distribution process of Fanatics’ cards. This move reinforces a commitment to transparency and integrity within the industry.
Under Rubin’s leadership, the workforce at Topps has doubled since the acquisition, showcasing a dedication to growth and development within the company. This expansion is part of a larger strategy to enhance and evolve the Topps brand.
During the podcast, Rubin emphasized the importance of innovation in the industry, drawing parallels to brands like Nike that continually reinvent their offerings. This philosophy is evident in Topps’ approach to launching their popular products, turning them into significant and highly-publicized events. The forthcoming 2023 Bowman Draft, set to release on December 12, showcases this spirit of innovation. The release is set to include autographs from top prospects and will leverage Fanatics’ endorsement deal with Tom Brady. Rubin’s personal connection with Brady, a seven-time Super Bowl champion and former Montreal Expos draft pick, alludes to the possibility of exclusive Brady cards, making this year’s Bowman Draft even more captivating.
In conclusion, Michael Rubin’s discussion with Bill Simmons reflects a combination of passion, strategic thinking, and a commitment to innovation in Fanatics’ approach to the trading card industry and the collectibles market. Through the acquisition of Topps, the implementation of groundbreaking programs, and a focus on enhancing the brand, Fanatics is poised to make significant strides in the ever-evolving world of collectibles.
